Build a Fabricator Website
Quick Definition
A fabricator website is the online home for your countertop fabrication shop - the place where homeowners, contractors, and designers go to see your work, check your materials, request a quote, and decide whether to call you or the shop down the road. Building one that actually generates leads means going beyond a basic brochure site.
TL;DR
- 70-80% of homeowners research countertop fabricators online before making a phone call
- Most fabricator websites are static brochures that haven't been updated in years - and it shows
- SlabWise connects to your website to power live features: slab gallery, quote requests, remnant listings, and customer portal access
- Key pages that generate leads: portfolio gallery, material showcase, instant quote form, and reviews
- Your website should load in under 3 seconds on mobile - most fabricator sites fail this test
- A well-built fabricator site can generate 5-15 qualified leads per month from organic search alone
- SlabWise integrates with your site at $199/month (Standard) - the website itself uses your platform of choice
Why Your Website Matters More Than You Think
You probably got into fabrication because you're good at cutting stone, not because you love web design. Fair enough. But here's the reality: when a homeowner decides they want new countertops, the first thing they do is search Google. They type "countertop fabricator near me" or "granite countertops [city]" and they look at the results.
If your website looks like it was built in 2012, loads slowly, has no photos of recent work, and the only way to get a quote is to call during business hours - you're losing to the shop with a modern site, a portfolio gallery, and an online quote form.
What Homeowners Look For
Based on industry surveys of homeowner behavior during the countertop buying process:
| What They Want to See | % Who Check This | Your Impact If Missing |
|---|---|---|
| Photos of completed projects | 89% | They assume your work isn't good enough to show |
| Material options and pricing guidance | 76% | They call someone who gives pricing info upfront |
| Customer reviews and testimonials | 72% | They trust the shop with visible social proof |
| Online quote or contact form | 68% | They move to a competitor with easier contact |
| Slab inventory gallery | 45% | Missed opportunity to hook material-focused buyers |
| Service area information | 62% | They're not sure you work in their area |
A website that checks all these boxes doesn't need to win design awards. It just needs to give potential customers what they're looking for, quickly.
Essential Pages for a Fabricator Website
1. Home Page
First impression. Should communicate in 5 seconds:
- What you do (countertop fabrication and installation)
- Where you work (service area)
- Why you're worth considering (years in business, number of installs, key differentiator)
- What to do next (clear button: "Get a Free Quote" or "See Our Work")
2. Portfolio / Gallery
This is your highest-impact page. Show your best work with:
- High-quality photos (phone photos are fine if lighting is decent)
- Material type labeled on each project
- Before/after pairs when available
- Variety: kitchens, bathrooms, outdoor, commercial
- Recently updated (nothing kills credibility like a portfolio stuck in 2019)
3. Materials Page
Homeowners want to understand their options. Include:
- Granite, quartz, marble, quartzite, porcelain - whatever you work with
- Brief description of each material's characteristics (durability, maintenance, cost range)
- General pricing tiers (e.g., "Granite: $45-$85/sqft installed") - you don't need exact prices, but giving a range shows transparency
- Links to your current slab inventory (powered by SlabWise)
4. Slab Inventory Gallery
This is where SlabWise connects to your website. An embedded gallery showing your actual in-stock slabs - with photos, dimensions, material names, and availability status.
Why this matters: a homeowner browsing at 10 PM can see exactly what Calacatta slabs you have available. They get excited about a specific piece. They submit a quote request. You have a warm lead in your inbox by morning.
5. Quote Request Form
The most important conversion element on your site. Keep it simple:
- Name, email, phone
- Project type (kitchen, bath, other)
- Material preference (dropdown)
- Approximate square footage or room dimensions
- Timeline
- Optional: photo upload for their current space
This form should link to your SlabWise Quick Quote system, so your team can generate a fast response.
6. About / Story Page
People buy from people. Include:
- How long you've been in business
- Your team (even a group photo adds trust)
- Your process from quote to installation
- Certifications or affiliations (Natural Stone Institute, BBB, etc.)
7. Reviews / Testimonials
Pull in your Google Reviews or display customer testimonials. This is the single most influential element for undecided buyers.
8. Contact Page
- Address (with Google Map embed)
- Phone number (clickable on mobile)
- Business hours
- Service area list or map
- Contact form (in addition to the quote form)
9. Remnant Gallery (Optional but Valuable)
Use SlabWise's embed widget to display your current remnant inventory. This attracts a different buyer - the budget-conscious homeowner doing a vanity, the DIYer, the small contractor.
How SlabWise Powers Your Website Features
SlabWise isn't a website builder. You build your site on whatever platform works for you - WordPress, Squarespace, Wix, or custom. SlabWise provides the dynamic features that make your site more than a digital brochure:
Live Slab Gallery Widget
An embeddable gallery that pulls directly from your SlabWise inventory. When you add a new slab to your yard and log it in the system, it appears on your website automatically. When a slab is sold or reserved, it disappears. No manual website updates needed.
Quote Request Integration
Your website's quote form feeds directly into SlabWise. Leads land in your dashboard, ready for Quick Quote processing. No copying information between systems.
Remnant Listings Widget
Similar to the slab gallery but filtered to remnants. Shows available remnant pieces with photos, dimensions, and pricing.
Customer Portal Link
A simple "Check Your Project Status" link on your website takes existing customers to their SlabWise portal, where they can see their project timeline without calling your office.
Scheduling Widget
Allow customers to book their template appointment directly through your website, tied to your SlabWise scheduling system.
Building Your Site: Platform Options
You don't need a custom developer. Here are the most common options for fabrication shops:
| Platform | Cost | Difficulty | Best For |
|---|---|---|---|
| WordPress + builder theme | $100-$500/year (hosting + theme) | Moderate | Shops wanting full control |
| Squarespace | $192-$312/year | Easy | Clean, modern design with minimal effort |
| Wix | $204-$396/year | Easy | Drag-and-drop simplicity |
| GoDaddy Website Builder | $120-$264/year | Very easy | Basic sites, fast setup |
| Custom (hired developer) | $2,000-$10,000 one-time | Depends on developer | Shops wanting unique design |
For most fabrication shops, Squarespace or WordPress with a good theme hits the sweet spot between cost, appearance, and ease of maintenance.
SEO Basics: Getting Found Locally
Having a great website means nothing if nobody finds it. For countertop fabricators, local SEO is the priority.
Google Business Profile (Free and Critical)
- Claim and fully complete your Google Business Profile
- Add photos weekly (completed projects, shop, team)
- Respond to every review (positive and negative)
- Keep hours, phone, and address current
- Add your service area
On-Page SEO Essentials
- Include your city/region in your page titles ("Granite Countertops in Austin, TX")
- Write unique content for each material page (don't just list names)
- Use descriptive image alt text ("white quartz kitchen countertop with waterfall edge")
- Make sure your site is mobile-responsive (Google prioritizes mobile-friendly sites)
- Page speed matters - compress images, use a good hosting provider
Content That Ranks
- Blog posts about material comparisons ("Quartz vs. Granite: Which Is Right for Your Kitchen?")
- Local project spotlights ("Modern Kitchen Remodel in [Neighborhood]")
- FAQ content that answers the questions homeowners actually type into Google
- Care guides ("How to Clean Marble Countertops")
Review Strategy
- Ask every happy customer for a Google review (the easiest way: text them a direct link after installation)
- Respond to every review within 24 hours
- Aim for 50+ reviews - shops with more reviews rank higher in local searches
Common Fabricator Website Mistakes
No photos, or bad photos. If your portfolio has 6 blurry photos from 2017, you're actively hurting your business. Take photos of every completed project. Use natural light. Show the whole kitchen, not just a close-up of the edge profile.
No clear call to action. Every page should make it obvious what the visitor should do next: "Get a Free Quote," "View Our Slabs," "Call Us Today." Don't make people hunt for how to contact you.
Desktop-only design. Over 60% of your website visitors are on phones. If your site doesn't look good and work well on mobile, you're losing more than half your traffic.
No pricing information at all. You don't need to publish exact prices. But giving ranges ("Kitchen countertops typically run $3,000-$8,000 depending on material and size") builds trust and pre-qualifies leads.
Ignoring page speed. A site that takes 5+ seconds to load loses 40% of visitors. Compress images, use modern hosting, and test your speed at Google's PageSpeed Insights tool.
Set-it-and-forget-it mentality. A website that hasn't been updated in 2 years tells visitors your business might not be active. Add new portfolio photos monthly. Update your slab gallery (automatically, if you're using SlabWise). Post at least one new blog article per quarter.
Measuring Website Performance
Track these metrics monthly:
- Total visitors - Is traffic growing?
- Quote form submissions - Your primary conversion metric
- Phone calls from website - Use a tracking number to measure
- Time on site - Over 2 minutes is good
- Bounce rate - Under 50% is the target
- Top pages - Where are visitors spending the most time?
- Mobile vs. desktop split - Make sure the experience matches the audience
Frequently Asked Questions
Do I need a custom website or can I use a template?
A well-chosen template on Squarespace or WordPress works great for most shops. Save the custom development budget for shops doing $3M+ in revenue who need advanced features.
How much should I spend on a website?
Budget $500-$2,000 for initial setup (template, basic content, hosting). Add $50-$100/month for hosting, maintenance, and occasional updates. SlabWise's integration features are included in your subscription.
How long does it take to build a fabricator website?
Using a template platform, you can have a solid site live in 1-2 weeks. Custom sites take 4-8 weeks.
Should I hire a web designer?
If you're comfortable with drag-and-drop tools, you can do it yourself. If not, hire someone - but choose someone with experience in local service businesses, not a generic agency.
How do I get my slab inventory on my website?
SlabWise provides an embed code (similar to embedding a YouTube video). Paste it into your materials or inventory page, and your live slab gallery appears automatically.
Do I need a blog?
Yes, if you want to rank in search results. Even one post per month about materials, project spotlights, or customer Q&A builds your search presence over time.
How often should I update my portfolio?
Add new project photos at least monthly. The more recent and diverse your portfolio, the more credible you appear.
What about paid advertising (Google Ads)?
Paid ads can supplement organic search, especially when you're building SEO. Budget $500-$1,500/month for Google Ads targeting local countertop keywords. Track cost per lead carefully.
Should I list prices on my website?
Provide ranges, not exact prices. This sets expectations without committing you to specific numbers that change with material costs.
How important are reviews on my website vs. Google?
Google Reviews are more important for SEO and trust. Website testimonials are a nice supplement. Prioritize Google Reviews first.
Can I use SlabWise features without rebuilding my existing website?
Yes. The embed widgets (slab gallery, quote form, remnant listings) can be added to any existing website with a simple code snippet. You don't need to redesign anything.
What if I don't have a website at all right now?
Start with a Google Business Profile - it's free and shows up in local searches. Then build a simple site within 2-4 weeks. In the meantime, SlabWise's Customer Portal can serve as a basic customer-facing presence.
Your Website Should Work as Hard as Your Shop
A good fabricator website generates leads while you sleep - bringing in homeowners and contractors who are ready to buy. SlabWise adds the dynamic features that make your site more than a brochure.
Start your 14-day free trial → No credit card required. Connect your website with live slab galleries and quote forms.
Sources
- National Kitchen & Bath Association - Consumer Research Journey for Countertop Purchases (2025)
- Google - "The Local Search Landscape" - How Consumers Find Local Services
- Freedonia Group - U.S. Countertop Market Analysis ($22.1B market)
- BrightLocal - Local Consumer Review Survey (2025)
- Google PageSpeed Insights - Mobile Performance Benchmarks
- SlabWise Internal Data - Website Integration and Lead Conversion Metrics (2025)
- HubSpot - Service Business Website Conversion Benchmarks
- Stone World Magazine - "Digital Marketing for Fabrication Shops" (2024)
Internal Links
- Speed Up Quoting - Turn website leads into fast quotes
- Track Slab Inventory - Power your online slab gallery with real inventory
- Sell Remnants - List remnants on your website for additional revenue
- Marketing FAQ - More strategies for growing your fabrication business
- Countertop Software FAQ - Overview of software tools for fabricators